Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web

Marketing 2.0 Bridging the Gap Between Sellers and Buyers on the Social Web Bernie Borges – Find and Convert February 16, 2009

Bernie Borges: Founder & CEO, Find and Convert
20 + years marketing
Enterprise software & Internet industries
Past 6 years providing:
Internet marketing strategic consulting
Search engine optimization
Pay-per-Click advertising management
Visitor conversion strategies
Web 2.0 strategies
Podcast services
Help B2B companies find and convert leads on the web

Why Marketing 1.0 Doesn’t Work Anymore
Marketing 2.0
Developing a Social Media Plan
Tools & Platforms
Personal Branding
Making Time for Social Media
Measuring Results
Convincing Management
Case Study
Actions and Take-Aways
Marketing 2.0 Topics

Outbound Marketing
Telemarketing
Email Marketing
Direct Mail
Print
Tradeshows
TV/Radio
Inbound Marketing
SEO/PPC
Blogging
Social Networking
RSS Enabled Content
Video/Photos
Twitter
Slideshare

Old vs. New Marketing Outbound Marketing Inbound Marketing

Marketing 2.0
Think Like a Publisher
Focus on Relationships

Marketing 2.0: Think Like a Publisher!
Think Content!
Blogs
Newsletters
White Papers
e-books
Podcasts
Videos
Photos
Presentations

The Buyer is in Control Not the Seller! http://www.youtube.com/watch?v=heSudg-tfIk

Marketing 2.0 Landscape on the Web Share Publish Network reddit digg StumbleUpon Del.icio.us Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo

Technology
RSS, XML, AJAX
Bandwidth Proliferation
WiFi, High Speed Access
Social Culture of Communication
Communities Offer Collective Intelligence
Social and Technology Drivers

Developing a Social Media (Marketing 2.0) Plan
Begin with Research
Where does your customer “hang out?”
Ask your customers
Research your competition
Search on the social web

Developing A Social Media Plan Source: The Value of Many, Neighborhood America

Make a Commitment
Should you….
Start a blog?
Focus on social networking sites?
Start your own community on the web?
Twitter?
Video?

Themed
Human Voice
Transparency
Commitment
Business Blogging Strategies

Size of Blog Market

Social Media Tools and Platforms

Facebook http://www.insidefacebook.com/

Facebook

Facebook: Individual Profile

Facebook/CNN Inauguration

Facebook Groups

Fan Page
Facebook Fan Page

LinkedIn Individual Profile Work History Recommendations Introductions Portfolio Valuable Links

LinkedIn Groups

What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain

Want to Find Someone on Twitter? http://search.twitter.com/search?q=tampa+chamber+of+commerce

http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx

Some Famous People on Twitter…

Some Not-So-Famous People on Twitter 

Want to Find Someone on Twitter? http://www.socialbrandindex.com/

Twitter: Events & Trends Using Hashtags

Twitter: QuickBooks

Personal Branding
Individual reputation management
Personal and professional brand converged
Benefits individual and employer
Be real, be interesting
Contribute
It’s an asset!
Embrace it!

Personal Branding http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html

Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value

Photos

Presentations

Measuring Results
Relationships
Content
Alignment
Best Practices

Google Analytics Integration

Hubspot: Facebook Lead Tracking

Reputation Management Tools http://jobmob.co.il/blog/online-reputation-management-resources-tips/

Convincing Management
Just Look at the Numbers!
Do Competitive Research
Ask Your Customers
It’s Mainstream Baby!
Experiment…

Making Time for Social Media
Are you getting great results now?
Did your marketing budget increase?
Are your buyers easy to reach?
Is your brand as good as it could be?
How do you currently allocate your time???

Staffing Implications
There are many…
Do they get it?
Who likes to write?
Introverts? Extrovert?
Staff re-allocation?
Time commitment?
Justification?

http://www.sherpastore.com/socialmediabmg09.html

Low Cost Implementation
Most tools are free
Relationships
Communities, Trust,
Marketing/PR
Viral affects are huge
SEO
Multiple locations of content
Link centric
Marketing 2.O /Social Media Benefits

Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities

Reasons Not to do Marketing 2.0
Don’t have time…
Our staff resists it…
Our competitors aren’t doing it…
We’re going out of business…

Think like a publisher
Focus on building relationships
Research the Social Web
Engage, Listen, Act
Consider Proper Staff Allocation
Experiment & Be Patient
Measure
Traffic, buzz, brand, sales cycles, referrals, etc.
Marketing 2.0 Actions & Take-Aways

Connect with Bernie Borges… Email: [email_address] Website: http://www.findandconvert.com/ Blog: http://www.findandconvert.com/blog/ Twitter: http://twitter.com/ berniebay LinkedIn: http://linkedin.com/in/bernieborges Facebook: http://profile.to/bernieborges Facebook Fan Page: http://companies.to/findandconvert

Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web

by Bernie Borges on Feb 15, 2009

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Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web — Presentation Transcript